AAMI covers small businesses ‘just like yours’ in new national campaign via Ogilvy Melbourne
AAMI has launched a new national campaign via Ogilvy Melbourne, for its SME insurance product detailing the broad range of small businesses that AAMI covers.
The new launch film shares the day-to-day goings-on of various small businesses that are all connected. Directed by UNCLE, the spot uses the single-shot technique to highlight the connectedness of small businesses, allowing the delightfully quirky sets to come to life as vignettes that are connected in the overall story.
Says Mim Haysom, CMO/EGM brand and marketing at Suncorp Group: “AAMI covers an incredibly wide range of businesses across Australia, so we understand that no two businesses are the same, and we offer great-value cover to suit their needs.”
Says Toby Gill, marketing manager, AAMI: “This is a new direction for our SME insurance product, and it comes to life beautifully in this new spot. Whether you own a market stall or a dental clinic, a restaurant or a dog grooming salon, our SME insurance is designed to cover businesses just like yours.”
The fully integrated campaign extends through online, social, radio and customer communications.
Says David Ponce de Leon, executive creative director, Ogilvy Australia: “This new campaign brings to life the full breadth of businesses covered by AAMI, as well as demonstrating the day-to-day connectedness of businesses, and how they all rely on each other. A sugary treat from the candy store is often followed by a trip to the dentist. A clumsy spill at a restaurant can lead to a visit to the dog groomer. All these businesses are connected in life and through their business insurance with AAMI.”
Client: AAMI (Suncorp)
CMO/EGM Brand & Marketing: Mim Haysom
Head of Mass Brands & Sponsorships – Brand & Marketing: Rapthi Thanapalasingam
AAMI Brand & Marketing Manager: Toby Gill
AAMI Marketing Specialist: Breanna Webster
Agency: Ogilvy Melbourne
Executive Creative Director: David Ponce de Leon
Group Creative Director: Lenna Boland
Creative Director: Ryan Clayton
Senior Copywriter: Patrick Trethowan
Senior Art Director: Lee Phillips
Strategy: Zac Martin
Head of Production: Susannah George
Senior Producer: Maria Borowski
Group Account Director: Angus Pearce
Senior Account Director: Benedict Smith
Account Director: Kirstie Ly
Senior Account Manager: Cherry Lin
Head of Print Production & Studio: Brendan Hanrahan
Production company: AIRBAG
Director: UNCLE
Executive Producer/Producer: Martin Box
DOP: Aaron Mclisky
Production Designer: Steven Jones Evans
Post-Production: ARC EDIT (Offline)
Editor: Graeme Pereira
Post-Production: Fin Design + Effects (VFX & Flame)
VFX Supervisor: Mikey Brown
VFX Executive Producer: Jess van Roosendaal
Colourist: Ben Eagleton
Music: Otis Studios
Sound: Electric Sheep (Joe Mount)
Casting: Stevie Ray – McGregor Casting
48 Comments
Big props to Steven Jones Evans.
As for the technique it’s been soooo done a million times in ads, music videos and yes most obviously in 2000’s Wes Anderson films. So this comes off as very much derivative.
Looks really nice (mclisky) but not inventive or unique.
Conclusion; Quaint but not dynamic or funny.
Good effort but would have been on trend and vaguely interesting 15 years ago.
So we can never use this visual style again?
You can use for every ad you write from now on if that’s your jam. Doubt you’ll have longevity in your career.
EEEEEEEE!
A lot of effort has gone into it. Unfortunately I think most of the subtle snowball effect is too hard to decipher. Will be a tough get for a TV audience. Not sure what AAMI are doing with this brand. It doesn’t seem to know what it is and is loosely held together by women in red skirts making an appearance at some point.
Who are critically comparing ads to Wes Anderson’s early work.
Punters is a basic and tired excuse for poor work.
Of course it’s for the punters. But this has also been done in a million other ads and music videos for the last 15 years. So yeah the punters have seen it before and will get bored. Over saturation of technique and style means no breakthrough for attention.
The other side of the story is that as a creative we are also partly making work that’s creative, that hopefully our peers go ‘wow that’s cool’. Personally i try to avoid making work that my peers see as ‘seen that before’.
I’m not sure why my uncle is trying to cash in on me, but it’s definitely not friendly.
Wes, heartfelt condolences my friend but i have to say I’m somewhat relieved he’s moved on from cashing in on me. I was feeling super creeped out after he tried to be my friendly uncle by making a mockery of my fat boy slim ‘weapon of choice’ video. Give me a call if you want a chat about it. My shoulder is here for you. xo
Hey Wes and Spike, seems my music track has been lifted too. Wtf! Should we get together and give this uncle an old fashioned atomic wedgie?
Hi guys, love your work Paul, Wes and Spike. Much empathy for you, we were feeling similar creepiness with our Metronomy ‘a thing for me’ music video idea for an optus advertisement a few years back. We’d like to be in on the atomic wedgie too.
You’ve been ‘Uncled’.
Looking forward to the Uncled version of the Burberry ice storm dodging dancers and flying through fields ads for Aami coming soon. Clearly, if anyone needs insurance it’s those people.
I honestly don’t get the people on here. Working in advertising, you should know how hard it is to get a bad ad on TV, let alone a beautifully crafted one like this. Congrats to all involved! And to all the commenters, be better.
Yes craft. Craft is easy with money, time and the right people working on it. Advertising is about ideas, this lacks a strong one.
Agreed. Much easier to be anonymous and throw stones.
Easier still to rehash work that’s been done before. Even easier to have no suitable defence argument other than ‘pretty please, don’t throw stones at my work without putting your name to the critique.’
If campaign brief wasn’t anonymous it would be a circle jerk of everything being wonderful.
Also easy for creatives and agency to praise their own work anonymously?
It’s pretty grim to see the industry is this far up their own toots. For the most part ads aren’t that important, and if you think viewers will see this on TV and disengage because it’s derivative of ads from the early 2000’s I have bad news for you. They don’t think that much about your current ads, and definitely don’t remember your previous ones.
True. However, don’t you feel like a clown ripping things off quite obviously? Even if it is an ad wouldn’t you prefer making something more unique, clever, interesting? Not sure about you, but that’s why I got into ads and why I was hired. In my experience working at agencies overseas that’s what we would aim for and what was expected of us. Yes, we’re also selling shit but that’s part of the fun, coming up with new ways to sell an idea. So I’m not sure if the industry is up it’s own toots. I think it’s actually called creative laziness. Do your job better and stop making excuses.
I would love a link to your reel to see all of these original ideas you speak of.
Don’t get sulky now.
I’d love to see your reel also? Let me guess, it includes this Aami ad?
Nothing much is original but you can hide, mix and steal less blatantly. Or steal and make it your own.
Do better, do some research, the internet is at your fingertips.
I see both sides of this argument and it’s an interesting one. Nobody cares about ads, especially not the punters. I’m certain not many people watch my ads except other creatives. So I mostly make stuff that tries to get me seen as uniquely creative, so i get promoted or can share something interesting in my book that gets me another job / client. If i can that is. Sometimes getting anything made is hard enough.
It’s got a nice feel for an insurance ad. I don’t mind it.
Hey! I’d also like to be given some credit for this derivative shemozzle!
wake me up when advertising is over
Or are people on here extra salty this year ? The hate is directed at the work but it smells like collective self loathing.
It is just you above. The industry doesn’t like lazy work, no matter how much you try to polish or justify it. Other ads on here have been praised recently. For example bear meets eagle on fire Stake animation campaign. Dan Murphy’s did ok as well.
Maybe some people on this blog are more discerning and educated in advertising than you think they are?
I think it’s just a collective frustration with the type of work most Australian agencies are producing these days.
This ad is totally fine. 100% inoffensive. 100% unmemorable. And that’s the kind of work that gets really annoying when you see it over and over. Just feels like we’ve given up trying to be interesting, and just smooth over everything with a veneer of good production craft.
Come on buddy, if you’re such a creative genius, writing unique and mind blowing ads, paste your reel and name. Stop hiding behind a pseudo… and no, I’m not a creative.
Be awesome if there was a fight club version of campaign brief.
All you need to know ‘buddy’, is that I’m an ECD. I don’t rate this creative. You won’t be getting a job at my agency with this sort of stuff on your book. And if you are the director or producer of this then you won’t be seeing a job from my agency with this mentality. Be careful who you throw down on ‘buddy’.
Campaign Beef
“Im an ECD”
Bahahaha
I quite liked it. Dont give two hoots if some of you say it’s from something else or whatever. No one cares except ad folk. We make work to sell shift product – if it does that it’s good, if it doesn’t it’s not good enough
If that’s your attitude, I don’t think you have to worry. Any creative with a head on their shoulders wouldn’t want to go near your agency if you’re in charge lmao.
Sense of humour is weak on this blog.
Please don’t bash me :’(
The work / idea aside, has anyone questioned why we are prepared to embrace 20 shades of English accents but only 1 shade of Aussie? The amount of times a client pushes talented actors into the ‘educated Australian’ – read – private school shtick is annoying. We don’t have 2 accents here, there are a lot more and we would do well to lay off the pompous overlord middle-class Canberra spiel.
Some heated opinions on here. We’ve all referenced Wes Anderson in scripts and treatments before. No point blowing up at Ogilvy Melbourne over that.
My take on the film is that it’s a little hard to follow. The VO barely keeps up with the next scene. Missed the dog moment on 3 watches then scrubbed back to make sure I was getting it. The brand doesn’t come across as if it’s protecting business. The AAMI lady at the end grabs a guitar that isn’t being used as a way of showing she’s there for you???? Seems tenuous and weak.
Well done on creating something that looks nice. But its forgetable and does nothing for the brand.
The comments in here are further proof that creatives don’t know how to feedback on the creative. No matter what level of seniority you are.
I like it. Sure it’s derivative. Yes the marketing dude’s quote is too explanatory. But it’s nicely produced and tells a simple story. I’d suggest there are bigger things to hate on in life at the moment but if that’s your want, hate away.
How can this spot inspire the above reaction? Truly unbelievable…
Is fine, but calling out every business gives it a laboured feel. Probably would’ve been a better 15.
The hate on this blog is fabulous. Witnessing you angry, young males rip each other apart, desperately attempting to be taken seriously, makes my day.
Where have you been the last five years? Dudes have been progressively replaced in creative departments by female and non binary creatives. At least you’re right about the young part. But males? Guess again.
If you’re really annoyed that female and non binary creatives have managed to get their feet in advertising’s door, it’s time for you to retire.
Don’t think they are worried. More pointing out that half the bitchy comments on here are probably not male. Advertising is often a nasty place whether you’re male, female, gay, black, white, green, non binary or identify as a peacock rather than human.
So presumptuous. So defensive. So sad. I never said annoyed. It’s great. It’s the way it should be. It just highlights how out of touch you are with current agency creative department make up. Maybe you should come out of retirement. We need more senior females in the industry.
This is the kind of work that finds agencies pitching. It’s meaningless and not at all memorable. It has no cultural insight and like that recent home ad… why do I care.
You don’t want much lads, do you?
Christ!